A computer service associated with an electronic catalog of items enables users to explicitly elect to expose their respective purchase histories to other users. When a first user accesses an item in the electronic catalog, the service may notify the first user of one or more other users who have purchased the item. These other users may, for example, be contacts of the first user, or members of a community of which the first user is a member. The service may also facilitate communications between these users.

 
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